As of August 13, YouTube is going to stop sending email notifications about your new Channel content to subscribers. Turns out email hasn’t been a great awareness mechanism — YouTube says just 0.1% of those emails are ever opened.

What does work? Mobile app notifications and Chrome browser notifications on desktop will still be in service for users that have opted in to know about new videos, live streams and premieres on your Channel. YouTube says a test showed that turning off email notifications did not impact watch time and actually increased engagement with mobile push notifications and Subscription feeds. Though it didn’t provide any stats on what those increases looked like.

Why we care. Based on the initial tests, YouTube indicates you shouldn’t see any negative impact from the new reliance on in-app and desktop notifications. That said, make a note of the August13 switch date and monitor your analytics for any fluctuations, including the percentage of subscribers receiving notifications.

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